Founded on the idea that clothing production should respect both people and planet, prAna makes many styles by partnering with Fair Trade USA and their ethical factories. But understanding the ins and outs of what that means is complicated. So to remedy this, my creative team and I created a three-part, easy-to-understand video series.

Step one was to establish an emotional connection with the audience, introducing them to the real people making their clothes. We made sure this was done from a place of human affinity, not guilt or pity.

Then, we tied the emotional with the educational so that consumers could make informed shopping decisions going forward. I was lucky enough to visit Vietnam and Thailand with a small video crew to conduct these in-person interviews, capture footage, and establish the storyline that would eventually become this series.

(Fun Fact: the voice-over you hear during the second video’s animation is me!)